Amen! The advent of the blogs (and in general the communication enabled by the Internet), spells the end of of PR as we know it and many of its "tried and true" practices.
From Blogs: The Marketing Killer:
The tried and true marketing and PR departments may one day make the endangered species list thanks to a rush of corporate interest in blogs and RSS feeds.
PR firms love to control the message, control who says the message, control who has access to the message, who says the message and the timing of the message," she said. "Blogs upset the apple cart in all four ways. But building that credibility and trust are still the basis for that individual relationship."
Blogs are a great way for non profits (and any organization). to build their reputation and brand.
From TechSoup - How-To - Nonprofit Stories - :
Find out how four nonprofit blogs got their start, and what the bloggers have learned